Sustainable plastic clothing and brand luxury: a discussion of contradictory consumer behaviour

Purpose This study examines consumer behaviour based on product sustainability and brand luxury. The purpose is to provide strategic suggestions to apparel companies attempting to invest in sustainable development of plastic clothing, as well as implications for marketing and sustainability research. Design/methodology/approach Consumer brand attitude and purchase intention towards sustainable plastic clothing are examined across material types, brand luxury levels and price levels from 315 valid samples collected in Japan. Findings The results reveal that sustainable plastic clothing raises brand attitude, indirectly influencing purchase intention. However, the direct effect of sustainable clothing on purchase intention is contradictorily negative. These contradictory effects are especially significant when brand luxury is high. Both brand attitude and purchase intention hardly vary across price levels or material types of sustainable plastic, such as post-consumer bottles versus apparel. Practical implications The results imply that sustainable products are not instantly profitable but contribute to a desirable brand association, especially for luxury brands. An investment in costly closed-loop technology for apparel recycling is found to be commercially disadvantageous. Managers are suggested to discuss this aspect carefully, since it seems partially unprofitable, while sustainable management seems to comprehensively contribute to overall enterprise performance. Originality/value The study specifically reveals the luxury effect enhancing, yet contradictory, consumer behaviour towards sustainable plastic clothing. To the best of the author’s knowledge, few studies have examined the relationships between these elements. Furthermore, the study sheds new light on consumer behaviour across recycled plastic types from a marketing perspective.